| 000 | 00000cam u2200205 a 4500 | |
| 001 | 000045846067 | |
| 005 | 20250818163648 | |
| 008 | 151002s2015 njua b 001 0 eng d | |
| 010 | ▼a 2014937240 | |
| 020 | ▼a 9780133552522 | |
| 020 | ▼a 0133552527 | |
| 035 | ▼a (KERIS)REF000017721447 | |
| 040 | ▼a BTCTA ▼b eng ▼c BTCTA ▼e rda ▼d BDX ▼d YDXCP ▼d OCLCO ▼d OQX ▼d DLC ▼d 211009 | |
| 050 | 0 0 | ▼a HF5415.127 ▼b .V45 2015 |
| 082 | 0 4 | ▼a 658.8/02 ▼a 658.83 ▼2 23 |
| 084 | ▼a 658.802 ▼2 DDCK | |
| 090 | ▼a 658.802 ▼b V461c | |
| 100 | 1 | ▼a Venkatesan, Rajkumar ▼0 AUTH(211009)172424. |
| 245 | 1 0 | ▼a Cutting-edge marketing analytics : ▼b real world cases and data sets for hands on learning / ▼c Rajkumar Venkatesan, Bank of America Research Professor of Business Administration, Darden Graduate School of Business Administration, University of Virginia, Paul Farris, Landmark Communications Professor of Business Administration, Darden Graduate school of Business Administration, University of Virginia, Ronald T. Wilcox, Ethyl Corporation Professor of Business Administration, Darden Graduate school of Business Administration, University of Virginia. |
| 260 | ▼a Upper Saddle River, New Jersey : ▼b Pearson Education, ▼c c2015. | |
| 300 | ▼a xix, 300 p. : ▼b ill. ; ▼c 24 cm. | |
| 504 | ▼a Includes bibliographical references and index. | |
| 650 | 0 | ▼a Marketing ▼x Management. |
| 650 | 0 | ▼a Marketing research. |
| 650 | 0 | ▼a Marketing research ▼v Case studies. |
| 650 | 0 | ▼a Market segmentation. |
| 650 | 0 | ▼a Revenue management. |
| 650 | 0 | ▼a Consumer profiling ▼x Research. |
| 700 | 1 | ▼a Farris, Paul. |
| 700 | 1 | ▼a Wilcox, Ronald T. |
| 945 | ▼a KLPA |
소장정보
| No. | 소장처 | 청구기호 | 등록번호 | 도서상태 | 반납예정일 | 예약 | 서비스 |
|---|---|---|---|---|---|---|---|
| No. 1 | 소장처 중앙도서관/서고7층/ | 청구기호 658.802 V461c | 등록번호 111742654 (3회 대출) | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
컨텐츠정보
책소개
Master practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics, three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you'll need to allocate resources, define optimal marketing mixes; perform effective analysis of customers and digital marketing campaigns, and create high-value dashboards and metrics. For each marketing problem, the authors help you: Identify the right data and analytics techniques Conduct the analysis and obtain insights from it Outline what-if scenarios and define optimal solutions Connect your insights to strategic decision-making Each chapter contains technical notes, statistical knowledge, case studies, and real data you can use to perform the analysis yourself. As you proceed, you'll gain an in-depth understanding of: The real value of marketing analytics How to integrate quantitative analysis with managerial sensibility How to apply linear regression, logistic regression, cluster analysis, and Anova models The crucial role of careful experimental design For all marketing professionals specializing in marketing analytics and/or business intelligence; and for students and faculty in all graduate-level business courses covering Marketing Analytics, Marketing Effectiveness, or Marketing Metrics
정보제공 :
저자소개
폴 패리스(지은이)
버지니아 대학교의 다든 경영대학원(The Darden Graduate Business School) 마케팅 교수이며 랜드마크 커뮤니케이션 교수로, 지금까지 25년 이상 학생들을 가르치고 있다. P&G, 애플, IBM과 같은 기업에서 컨설팅을 수행했고, 여러 제조업체, 소매업체, e―비즈니스 업체의 이사로 재직했다. 그는 리테일 파워와 광고 효과 측정에 대한 논문으로 여러 차례 상을 받았다. <하버드 비즈니스 리뷰>, <저널 오브 마케팅>, <저널 오브 애드버타이징 리서>, <마케팅 사이언스> 등에 50편 이상의 논문을 발표했으며,<이익이 마케팅 전략 프로젝트에 미치는 영향―기존 연구 성과와 앞으로의 전망>을 비롯한 여러 권의 공저가 있다. 현재는 Sto, Inc.와 GSI Group의 이사로, 마케팅과 재무 계량지표를 통합하는 테크닉 개발에 몰두하고 있다.
Ronald Wilcox(지은이)
Rajkumar Venkatesan(지은이)